What question did this study set out to answer?

This research aims to evaluate how different brand dimensions shape the mental images of mobile phone users.

March 13, 2026Open Access

The Impact of Brand Dimensions on Building a Mental Image for Mobile Phone Users - An Applied Study on the Residents of Riyadh

Key Points

This research aims to evaluate how different brand dimensions shape the mental images of mobile phone users.
Descriptive analytical approach utilized to examine brand dimensions.
Target population comprised smartphone users in Riyadh.
Intentional non-probability sampling design implemented due to population size.
Data collected through structured questionnaires.
Statistical analysis performed using AMOS and SPSS programs.
Brand name, loyalty, perceived quality, and awareness dimensions significantly affect mental imagery.
Statistical analyses indicate strong relationships between brand dimensions and mental images of users.
Recommendations include enhancing brand awareness through effective marketing campaigns.

Abstract

Abstract The research was conducted to ascertain the influence of brand dimensions on mental imagery formation among mobile phone users. The target population was residents of Riyadh city. In terms of selecting Riyadh as a spatial space the most important criterion was the fact that it is one of the largest cities and hosts many individual users from all walks of life (including both social and demographic) which means diversity in background accents, common population.etc. Sample and sampling criteria In Riyadh city, the target population was the community of smart mobile phone users. An intentional non-probability sampling design was used because of the large size of the community, with not all its members being able to be included. Descriptive analytical approach was used to address the study's subject and to reach its objectives. The instrument of data collection was questionnaire. The independent variables were measured by the dimensions that follow brand name, brand loyalty, perceived brand quality and brand awareness factors represented by the Brand dimension and dependent variable was done according to the representation of these DIMENSIONS is a models constructs as proposed. AMOS program the study was conducted using statistical SPSS and the program. The study accomplished several results, the most important of which is that the (brand name dimension, brand loyalty dimension, perceived brand quality dimension and brand awareness dimension) had statistical effect on the mental image of smartphone users from Riyadh. >Storeing et al (2015) This work generates a number of recommendations that offer a good value proposition, the most significant one being; Mobile phone companies should emphasize maximizing brand awareness level in terms its operations through wide and repeated marketing campaigns. The need for organizations to strategically consider brand naming in relation to simplicity, symbolic attachment and uniqueness was developed by this study.

The Impact of Brand Dimensions on Building a Mental Image for Mobile Phone Users - An Applied Study on the Residents of Riyadh

Key Points

Abstract

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